Research Paper: This is a graduate course and students will be expected to research and write papers summarizing in their own words what they have found on current topics from the weekly readings. Research is a theoretical review of relevant literature and application of findings in the literature to a topic related to a specific industry, field, or business problem. The research must be conducted using peer-reviewed trade or academic journals. While Blogs, Wikipedia, encyclopedias, course textbooks, popular magazines, newspaper articles, online websites, etc. are helpful for providing background information, these resources are NOT suitable resources for this research assignment. Please Note: The UC Library staff are very helpful with assisting students in using the UC Online Library journal database. Please contact them if you have issues. In addition, the instructor has provided additional resources, including a research tutorial, in the “Course Resources” folder in the “Content” area of the course. Assignment Requirements:
Marketing an Exchange Relationship · Importance of Marketing · The “Marketing Framework”: 5Cs, STP, and the 4Ps · The role of sensation and perception; learning, memory, and emotions; motivation; and attitudes and decision making in the purchase process. · The Marketing Science of Customer Behavior · Market Segmentation · Information as Bases for Segmentation? · Targeting · Sizing Markets · Concept of positioning and its importance. · Factors affecting product line breadth and depth. · Brand associations. · Branding strategies. · Brand equity. · New product development. · Product life cycle. · Diffusion of innovation and its implications. · The relationship between new products and marketing strategy. · Trends in the global marketplace and their potential impact. · The impact of supply, demand, and elasticity on pricing. · The psychological aspects of pricing. · Price discrimination. · The concept of non-linear pricing. · “Channels of distribution” and “supply chain logistics.” · The impact of channel power on channel behavior. · Designing Advertising Messages to Meet Marketing and Corporate Goals · Non-advertising components of integrated marketing communication. · Integrated Marketing Communications across Media · Social media. · Social networks · Return on investment, key performance indicators, and Web analytics associated with social media. · Perceptions of quality and customer satisfaction. · Customer loyalty and customer relationship management. · Research in marketing decision making. · Marketing research techniques and their importance. · Surveys for Assessing Customer Satisfaction · What marketers can do to increase profitability? · Significance of SWOT analysis. · Significance of marketing metrics in strategy. · Marketing Strategy · Key Marketing Metrics to Facilitate Marketing Strategy
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